Lexus “Anticipation” at Milan Design Week 2016

March 7, 2016

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Lexus “Anticipation” at Milan Design Week

Lexus will present its “Lexus – An Encounter with Anticipation” exhibit as part of Milan Design Week 2016, the world’s largest design exhibition, also known as Salone Del Mobile. The exhibit, which will take place at Spazio Lexus – Torneria in Tortona, from April 12 to 17, 2016, features a unique collaboration between the widely acclaimed design team from Studio Formafantasma and Michelin Star winning chef Yoji Tokuyoshi.

Anticipating societal needs and desires, this exhibit conveys how Lexus imagines what is yet unseen and delivers new forms of surprise and enchantment.

Takayuki Yoshitsugu, Chief Representative of Middle East & North Africa Representative Office, Toyota Motor Corporation, said, “Through this exhibit, Lexus will offer an unexpected and unmatched encounter that invites visitors to a unique world full of Anticipation. Visitors will discover the essence of Lexus craftsmanship, and behold how Lexus technology and design philosophy translate into an aesthetic and emotional experience. As always, at Lexus, we are striving to demonstrate unique design concepts and give a platform for talented designers to showcase their creativity and individual sensibilities. We sincerely appreciate the support from our customers for such design related initiatives.”

Formafantasma will design and install the exhibit space. The young designers behind the success of this Amsterdam based studio, Andrea Trimarchi and Simone Farresin, have already earned wide acclaim for their product designs, receiving a nomination for Designer of the Year in the Wallpaper* Design Awards 2014. Similarly, Chef Yoji Tokuyoshi is a rising star in the culinary world, renowned for his creativity and innovation. His new restaurant in Milan, Ristorante Tokuyoshi, was awarded a Michelin star just 10 months after opening. The collaboration of these Europe-based, acclaimed creative geniuses is perfectly paired with the aspirations of the “Lexus – An Encounter with Anticipation” exhibit to explore new design possibilities.

Formafantasma spoke of the inspiration found when they visited Lexus in Japan. “We were impressed by how Lexus is committed to excellence in craftsmanship, integrity in its production and responsibility in its use of technology. We felt the openness and honesty of the brand come alive as the foundation of anticipation. This led us to the design concept of transparency. Transparency anticipates a future that is open and honest, and that engages society to reach common goals of sustainable behaviour and a progressive lifestyle.”

On the subject of transparency, Chef Yoji Tokuyoshi, said: “Transparency is not just about being clear and lucent. Being transparent is sometimes an invisible thing and makes you think. This builds anticipation, and increases the joy of the reveal. I would like to express this concept through the tasting experience.”

Anticipation is also the theme for this year’s Lexus Design Award; an international design competition to foster the growth of ideas that contribute to society and support up-and-coming creators whose work can contribute to shaping a better future. Creative works by the 12 finalists of the Lexus Design Award 2016 will also be displayed at the same venue during Milan Design Week.

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